The Potent Mesh

This will be a watershed year for online marketers experimenting with the web as a channel--here's how to reach beyond the banner ad.

By Jessica Sebor

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The flash-fire speed of Web-tech development and the embracing of online activities have led to explosive growth in Web-marketing opportunities. However, the proliferation of online marketing materials presents a problem with clutter: How does a business reach through the noise to grab customers' attention? So many choices are available for Web marketers today, making decisions about the right ones is overwhelming.

"The conventional must-buy banner ads have been displaced through a deeper idea of how you can interact with your customers," says Shar VanBoskirk, senior analyst at Forrester Research. Marketers now have the opportunity--and duty--to target information to consumers' specific needs and wants, listen to feedback more carefully, and create interactive relationships with individual customers online. Read on for 10 tried-and-true tips for targeted approaches.

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